I'd be happy to expand on that.
Identity is that inner sense, that sense of responsibility, that duty. Manifesting that and emphasizing that in the messaging around the election is key to boosting engagement.
Going to vote is a thing you do; it's an action. That should be significant as well, but the sense of internalized duty, that I must do this, it's my identity, I am a voter, is more compelling psychologically for individuals to act on than something on the list that says I have to go vote today.
I can't explain the psychological part of that. I know there's some research on that and the paper that I cited in my statement is from the Mowat Centre, so we can dig a little deeper into that. However, it is significant, and that's the type of strategy that is very successful in the private sector for getting people to buy things, that you're selling a certain identity. It's drawing on that.